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April 13, 2005

USA: The brand behind the brand: GM to add corporate badge to vehicles

In a move to link General Motors and its vehicle brands more closely, GM has announced that its corporate emblem will begin appearing on all recently-introduced and all-new 2006-model vehicles produced and sold in North America starting this month. GM vehicle brands include Chevrolet, Pontiac, Buick, GMC, Cadillac, Saab, Hummer and Saturn.

In a move to link General Motors and its vehicle brands more closely, GM has announced that its corporate emblem will begin appearing on all recently-introduced and all-new 2006-model vehicles produced and sold in North America starting this month. GM vehicle brands include Chevrolet, Pontiac, Buick, GMC, Cadillac, Saab, Hummer and Saturn.

Industry cynics will likely say, ‘Well, that will be sure to make a big difference to GM’s fortunes!’

“The GM badge is a promise of trust to our customers, reflecting our commitment to deliver the best value to them,” said Mark LaNeve, GM North America vice president, Vehicle Sales, Service and Marketing. “Our own studies show that consumers place a tangible value on the General Motors name. They like knowing that the car or truck they’re driving benefits from GM’s global expertise in powertrain, design, engineering, and advanced electronics. Our recent announcement that StabiliTrak (ESC) and OnStar will gradually become standard features on all GM cars and trucks is a tangible illustration of what GM adds to the individual and unique character of our product brands. We believe the time is right to capitalize on those impressions, starting in North America.”

LaNeve noted that the GM badge conveys an important message to consumers. “The name ‘General Motors’ speaks to people,” he said. “It is a name people trust. We’ve been in business nearly 100 years and we’re the global sales leader. Research tells us that many of our most outstanding segment-leading vehicles are not associated by the customer to be part of the GM portfolio. Seeing that GM badge on vehicles evokes our heritage of leadership and makes an easy connection between our great lineup of vehicle brands and the company behind them.”

The move reflects the growing trend, uncovered in GM’s own research as well as in surveys and studies conducted by private firms, that consumers seek closer identity with the brands behind their favourite products.

The GM badge will take the form of a small silver square, embossed with the GM logo, placed on both sides of the vehicle on an appropriate location between the front and rear wheels above the rocker and below the glass belt line.

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